CNN Money reports on major companies who committed branding blunders in 2005. At the top of this list is Microsoft with their dinosaur ads. There's nothing like profiling your customers as dinosaurs to get them fired up and running out to buy their 14th version of Office.
Ford is another culprit. Remember when their brand slogan was "Quality is job one?" Now they are saying, hey forget about the quality angle, we're all about innovation. Well, I've seen their their vehicles and trust me, there's nothing innovative going on. They dusted off the old Mustang design and reproduced it for aging baby boomers (like me, I guess). They copied the design of the last-generation Passat to make the Ford 500. Judging by the inventory sitting on the local dealer's lot. these "innovative" cars aren't catching anyone's attention.
Then there's GM. I really hate to pile on this dying behemoth but their brand message is "Attention auto shoppers, the blue light special is in effect for the next 30 days. Come on down and you can get the employee discount." At bargain-basement prices, GM did move some metal off their lots. Trouble was, no one checked the old price vs. cost comparison at GM and they lost $10 billion in 2005, largely by dumping their products at fire sale prices. Oops. Let's hope they don't start offering everyone pink slips.
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